QUICKSTART GUIDE. 5 ways to unearth more value from social listening

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1 QUICKSTART GUIDE 5 ways to unearth more value from social listening

2 Contents Introduction Understand How Your Customers Really Feel Deliver More Personalized Customer Care Identify New Sales Opportunities Drive Innovation Across Your Company Protect Your Brand from a Range of Modern Threats Conclusion About Sprinklr Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 2

3 Introduction Introduction At a time when customers are more connected and empowered than ever, it s important for companies of all sizes to hear relevant conversations across every digital platform. Given the importance of tracking online chatter, it s no surprise that most companies employ social listening in some form or another from gathering intelligence on products to monitoring for potential crises. But social listening can serve a much higher and more important purpose: helping brands reach consumers via the digital platforms where they research, make, and discuss their purchasing decisions. Listening can play a key role across several customer-facing operations from understanding what people are saying about a brand (and by extension, how they feel about it), to identifying potential customers and uniting internal teams across silos. The result? Increased revenue, reduced costs, and the mitigation of risk all vital differentiators in today s hyper-competitive landscape. With those capabilities in mind, here s what your brand can and should be looking to accomplish with social listening Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 3

4 Understand How Your Customers Really Feel Understand How Your Customers Really Feel Customers are sharing more information across social networks and digital platforms than ever before. With social listening, brands can tap into these conversations, leveraging an unprecedented virtual focus group to gain a better understanding of how customers really feel about products and services. how to get started Start small and apply listening to short-term campaigns. For example, use listening when promoting an event to determine if you are hitting your targets for reach, engagement, and sentiment. These insights can be used to tweak your tactics or messaging in real time. On a long-term basis, employ social listening to gauge the extent of brand awareness, and learn how customers feel about your products, various store locations, or your brand as a whole. You can use these insights to confirm or debunk initial assumptions about your brand performance. how to take it further To compete effectively, it s crucial to know where you stand within your industry. Social listening is one of the best ways to gain that valuable comparative knowledge, as you can use it to benchmark against your competitors and other best-in-class brands. It can also be used to develop a side-by-side comparison of different internal regions or teams Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 4

5 Understand How Your Customers Really Feel what this looks like in action McDonald s combines social listening and benchmarking capabilities to provide real-time internal measurements for separate regions and departments. Thanks to this service, the company can compare how regional branches perform, standardize reporting across the company, and unite teams that would otherwise be disconnected. By layering benchmarking on top of listening, we ve developed a powerful brand health engine. It allows us to get to the heart of trends and shed light on insights that are otherwise hard to unpack. DOWNLOAD CASE STUDY Sneha Jain GLOBAL SOCIAL DATA INTELLIGENCE MANAGER AT MCDONALD S 2016 Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 5

6 Deliver More Personalized Customer Care Deliver More Personalized Customer Care It can be painful to get at the root of why you re failing customers. But in an age where 89% of companies compete primarily on customer experience, you need to know where your company is succeeding and where you re falling short. how to get started With social listening, natural-language processing and image analytics decipher overwhelming amounts of unstructured data to identify products or services that generate negative sentiment across digital channels. This service provides greater clarity into what your customers expect from you and where you may be failing to meet expectations. You can also wield social listening to discover who, specifically, is unhappy and to get more context around their dissatisfaction. This essential information will enable your customer care team to handle the situation more effectively. how to take it further Use social listening insights to improve all customerfacing functions and correct systemic issues that emerge. Marketing, for example, can create content or experiences to proactively address common customer care problems. And advertising teams can automatically configure retargeting campaigns to exclude upset customers. Brands can also use listening data to determine if there are specific stores that are driving a high level of negative feedback, and then build a plan to improve the customer service at those particular locations Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 6

7 Deliver More Personalized Customer Care what this looks like in action Starwood Hotels listens to identify and address customer complaints on social. The hotel chain draws on social data to identify and prioritize surprise and delight experiences for loyalty program members based on tier and influence. Starwood goes above and beyond by using the information to create a one-of-a-kind experience for the customer that results in a stronger connection between the brand and consumer. By leveraging Sprinklr s measurement and listening framework to match our global needs, and finally incorporating our own booking and revenue data, we have filled in all the puzzle pieces. We can quickly learn what impacts different aspects of the customer experience. DOWNLOAD CASE STUDY Alex Stein SOCIAL MEDIA AND BRAND INTELLIGENCE MANAGER AT STARWOOD 2016 Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 7

8 Identify New Sales Opportunities Identify New Sales Opportunities Social listening is a powerful way for brands to understand buying patterns, see which products or services are more popular in certain regions and among different demographics, and spot opportunities to make a sale. how to get started Listen for topics relevant to your brand, including names of products, services, or markets. Funnel these insights to the sales team (online or brick-and-mortar) to engage with customers who have expressed interest in a purchasing a specific product. how to take it further In addition to listening for specific topics, also keep an ear out for phrases of intent (such as I wish I had or I m looking for ), and set rules that automatically route these opportunities to teams ready to engage interested consumers, and ultimately drive a sale. Perhaps a Twitter user tweets to the world, I want to give my bathroom a makeover, or I can t wait to redo the bedroom. While she doesn t mention a certain product or brand, a home improvement company can find this phrase of intent, flag the individual as a potential customer, and reach out to her with an article on home decorating best practices. That customer can then be tagged and routed into a special queue for follow-up and conversion Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 8

9 Identify New Sales Opportunities what this looks like in action Leading retail brands use social listening data to understand both explicit and implicit characteristics of their audiences. By listening across similar events (like your competitor s product launch) or time periods (such as last year s holiday season), companies can identify triggers that have made customers more likely to convert in the past, and recreate them for their current targets. Use social listening to generate historical insights that inform today s sales strategies Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 9

10 Drive Innovation Across Your Company Drive Innovation Across Your Company Even the smallest competitive edge can make the difference between a company s success and failure. Social listening allows companies to stay ahead of the curve with real-time and historical consumer data for macro trend analysis. It s a way to hear what people are saying at the speed of social, and serves as a real-time focus group with unlimited sample size. how to get started To understand how consumers feel about your brand s offerings, listen for conversations and observe the visual content that s shared about a specific product. Also, listen for chatter around general customer challenges relevant to your industry to spot new product development opportunities. A consumer packaged goods company, for example, might look at conversations related to cooking a Thanksgiving meal to understand how customers use ingredients during the holidays. Trends surfaced through listening can inspire research to develop gluten-free stuffing or other dietary products. how to take it further Dig deeper into the data with listening filters like location, product, or audience. Imagine that you re a grocery chain with hundreds of locations across the country. Through social listening, you can see how consumer needs and desires shift from one region to another. Your customers in Des Moines might want to buy their home items in bulk so they can make fewer trips to the store. In New York City, these priorities will likely shift. New Yorkers might care more about convenience, accessibility, and whether they can fit purchases on the subway. By understanding these nuances, you can personalize a store s stock or product packaging for different types of shoppers Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 10

11 Drive Innovation Across Your Company what this looks like in action A well-known retail company uses social listening tools for product differentiation. They can dive into audience conversations and focus on photos that contain the brand s logo. By analyzing the user-generated photos for dominant color combinations, the company has insight into its customers tastes and how the brand s products are styled with other accessories. The company also identifies ways to differentiate the brand s style within the industry by performing the same search across their competitors social feeds. Use social listening to gain a deeper understanding of what your customers actually want and need, and how these trends fluctuate across regions and demographics Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 11

12 Protect Your Brand From a Range of Modern Threats Protect Your Brand From a Range of Modern Threats Social listening can protect your brand from the many threats unique to our digital world. Use it to spot fake accounts that spread misinformation, and catch negative conversations before they go viral. You can also help ensure that nobody within your organization is posting harmful material online. how to get started Use listening as the first line of defense for your brand. By listening for permutations of your brand name, you can find fake accounts that might post damaging content or lure customers into sharing sensitive information. You can also listen to identify spikes in conversation volume surrounding your brand to identify topics that might become viral. You may not be able to stop the snowball of conversation, but you ll have a clear picture of what people are saying, and a better understanding of what you can do to help them. how to take it further Catch instances of leaked, sensitive information or monitor for fraud through social listening. For example, a financial company can listen for keywords associated with a data breach, such as complaints from clients about suspicious activity or identity theft. The company can also monitor conversations about specific locations, events, and key personnel to identify early warning signs of potential crisis Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 12

13 Protect Your Brand From a Range of Modern Threats what this looks like in action A large retailer uses social listening to catch shoplifters in action. Listening for keywords around reselling and theft, the brand can identify people bragging online about stealing things (yes, it really happens), work with the company s loss prevention team, and minimize theft-related revenue loss. Local authorities are also looped into the process, helping the brand move forward with investigations into these crimes. Social listening can, and should, be your brand s first line of defense against potential crises and damaging content Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 13

14 Conclusion Conclusion Every single day, customers are sharing with one another how they feel about your brand, products, services, and leadership. If you re listening, you ll find that they re also sharing information with you. The opportunity to tap into these conversations is there. The technology is too. Now, it s up to you. If you're ready to turn random social chatter into meaningful insights that can benefit the whole organization, sign up for a customized tour of Sprinklr's listening solution. REQUEST A DEMO 2016 Sprinklr, Inc. All rights reserved. 5 ways to unearth more value from social listening 14

15 Sprinklr HQ 29 W 35th Street 7th Floor New York, NY USA info@sprinklr.com About Sprinklr AN EXPERIENCE CLOUD In the age of the connected and empowered customer, we know that the customer s experience matters...a lot. That s why Sprinklr offers the world s only enterprise SMMS Experience Cloud technology platform, purpose-built to help large brands create, manage, and optimize valuable social experiences that customers will love, across 20+ social channels and brand websites. Unlike point solutions or disconnected cloud services, only an Experience Cloud allows brands to consistently deliver valuable customer experiences at every social touchpoint. Sprinklr: Helps enterprise brands connect with an exploding number of social customer touchpoints Is channel-agnostic with a social core Provides a complete, integrated, and collaborative set of social capabilities for managing social media, brand websites, content, paid advertising, and listening Enables employees of large brands to collaborate across silos in a secure and scalable way Integrates with and extends existing IT investments Is purpose-built to put the customer experience at the center of the enterprise, where it belongs With more than 1,100 employees in 10 countries, serving more than 1,000 brands, we help the world s largest companies create valuable experiences for their customers every day. info@sprinklr.com 2016 Sprinklr, Inc. All rights reserved.